OshKosh B’gosh
Next Gen Icons WI
A hometown experience that helped 1,400 students prepare for the school year through essential resources, family programming, and direct connection with Tyrese Haliburton.
OshKosh B’gosh brought Next Gen Icons home to Oshkosh with an experience designed around more than what students would wear on the first day. The program connected practical back-to-school support with confidence, community, and a celebration built specifically for local children and families.
At Vel Phillips Middle School, we helped create a coordinated journey that moved families through resource collection, the OshKosh B’gosh bus, and an outdoor lawn experience featuring music, games, activities, and hosted programming. The arrival of hometown star Tyrese Haliburton gave the partnership its most personal expression, connecting the next generation with someone whose own story began in the same community.
Focus Areas
Experience Strategy
Community Activation
Guest Journey Design
Athlete Integration
Family Programming
Focus Areas
Resource Distribution
Branded Environment
Hospitality
Live Programming
On-Site Production
Project Story
First-Day Confidence, Rooted in Oshkosh
Next Gen Icons took on a different meaning in Wisconsin. This was the community where OshKosh B’gosh built its roots and where Tyrese Haliburton began his own journey. Bringing the partnership to Oshkosh created an opportunity to turn those shared origins into direct support for the children growing up there now.
The flow was designed to keep a large community experience organized without making families feel processed. Every stage had a clear purpose and moved students closer to both practical support and the celebration waiting outside.
Hosted by Olivia West, the programming gave the moment structure while allowing Tyrese’s hometown connection to remain the story. Kids were not simply meeting a professional athlete. They were seeing someone from Oshkosh return to invest time and attention into the community coming behind him.
The goal was not simply to get kids ready for the first day, it was to help them feel ready when they walked through the door. Students left with clothing, supplies, shoe support, and other essentials making preparing for school feel like something worth celebrating.
It has been nothing short of greatness working with Agency 3-2.
From quick turnarounds with short timelines, kid's moments, and content shoots, they have never under-delivered and always exceeded expectations. It has been a pleasure working with the team, and I am excited about the future to come.
Mike Stevens
Director, Jordan Brand Chicago